Humana Covered: Humanizing Enrollment with Documentary
Turning real experiences into trust and clarity for millions of members.
Humana wanted to make the health insurance enrollment process less intimidating and more personal. As creative lead, I partnered with documentary filmmakers and real Humana members to tell authentic stories about navigating coverage, care, and life changes. The campaign aimed to demystify enrollment, highlighting the voices and journeys of individuals and families facing real healthcare decisions.
DOCUMENTARY STORY + ENROLLMENT TRUST
The work included shaping the narrative arc, overseeing digital and video content, and ensuring each story provided practical guidance alongside emotional connection. We distributed these stories across Humana’s enrollment platforms, social channels, and member communications. By grounding the campaign in real-life experiences, we helped prospective members build trust, better understand their options, and approach enrollment with confidence. The effort was recognized for making healthcare more accessible and relatable during a critical period for millions of Americans.